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A/B Testing in Email Studio
A/B Testing is a market testing method in which you send two versions of your Email Studio communication to two test audiences from your subscriber list. Track which version receives the highest unique open rate or highest click-through rate and send that version to all remaining subscribers.
Continually testing these variables over time allows you to optimize your email campaigns to deliver more targeted and relevant messages to your subscribers. Through automating the testing process, you can save valuable time and resources. You can test the following elements:
| Test Type | Description |
|---|---|
| Subject Line | Create 2 different subject lines and track which performs better. Each subject line has a 256 character limit. |
| Select 2 different emails and track which email send performs better. | |
| Content Area | Select an email that contains at least two different content areas and track which content area performs better. |
| From Name | Create 2 different from names and track which email send performs better. You can select an existing from name in your account, or manually enter a From name to use. To add more from name options to your account, create an additional user. |
| Send Time | Select 2 different dates and times to send and track which time performs better. |
| Preheaders | Create 2 different preheaders and track which preheader performs better. |
The system randomly selects which subscribers receive test and remainder, allowing you to use the same set of subscribers for A/B tests in the future Send the winning version to the remainder of your subscribers automatically when the winner is determined or to come back and manually perform the send.
- A/B Test Overview
Use standard A/B Testing to determine which version of your Marketing Cloud Engagement email receives the highest click-through rate or highest unique open rate. After reviewing, send the best performing version to your remaining subscribers. - Cancel A/B Test
You can cancel an A/B Test in Email Studio before completion. However, the current stage of the process completes. - Configure A/B Test in Email Studio
Create A/B Tests to send two versions of your message to two test audiences from your subscriber list in Marketing Cloud Engagement. - A/B Test Duplicate
Create an A/B Test in Email Studio by copying the conditions from an existing test. If you set up an A/B test to test the Subject Line and determine the winner by the highest open rate, you can create the same test again without reconfiguring those settings. - Edit A/B Test
You can edit A/B tests in Email Studio. - Track A/B Test
You can view near real-time results for A/B Test sends in Email Studio.
